Identification of Key Factors Influencing Consumer Purchase in Livestreaming Based on Principal Component Analysis and Combination Weighting

Abstract

Abstract Based on the livestreaming of the e-commerce platform Taobao, this paper studied the consumers’ online live streaming purchase decision behavior, taking causal snacks purchase as an example. In the paper, the principal component analysis (PCA) was applied to reduce dimension of the evaluation indicators of consumers purchase decision, and an evaluation index system for consumers’ purchase of casual snacks under livestreaming was established, which consists of 5 first-level indicators and 20 sub-level indicators. In view of the uncertainty of expert evaluation, Using Fuzzy-DEMATEL analysis the evaluation index’s logical relationships and influence relationships, and an Analytic Network Process (ANP) network based on the importance and relevance of consumer purchase influence was constructed. The weighted method of Fuzzy-DEMATEL and ANP combination is used to improve the objectivity of indexing importance. The experimental results showed that the amount of transaction guided by anchors, popularity of anchors, teamwork ability of livestreaming, brand awareness of snack and selection ability of livestreaming team were the key factors for consumers’ purchasing decisions of snack under livestreaming. This research could help livestreaming e-commerce platforms, businesses and livestreaming marketing teams understand the consumers behavior better, thus improve the purchase intention of consumers from the key factors affecting their decision-making, increase the sales volume and the amount of attention of the products, and increase the volume of guided transactions and the number of fans for the livestreaming marketing teams.